John Nelms has revealed Dundee have shifted just 10 per cent of their expected season ticket sales.
The Championship club's fans have already suffered turmoil in the last few years having twice gone through administration under previous regimes.
Owner Tim Keyes has funded significant losses under his ownership and the club was already in a fragile position before COVID-19 hit.
And Nelms pleaded with fans to splash out on the big ticket item that can help get the club back on an even footing after numbers declined by an enormous margin from last year.
He told Dundee's website : "Our big issue right now is that we have started to sell season tickets not knowing what we had on offer.
"Quite a few people came out and bought season tickets which is fantactic.
"We now know what the season will look like and we put out a new variation on the season tickets which people started to uptake quickly which is great.
"We really need everybody to take them up as quickly as you can. Usually at this time of year we have sold two thirds of our tickets and understandably we have only sold less than ten per cent of what our season tickets would normally be, not knowing how the season is going to pan out.
"But we are hoping that will continue and sales will be strong."
Nelms understands that many people are struggling with the wider impact of coronavirus on their health and jobs but has asked those who are intending to buy a brief to do is sooner rather than later.
He continued: "If you have the means and are intending to buy a season ticket it would certainly help if that was done sooner rather that later because that helps mould everything we are doing.
"It's the biggest budget income item that we have every year and that is really going to bolster the club.
"But I know that it's a difficult time. We are saying 'if you can, please help.'
"If you can't we understand there is bigger things in the world than what we are doing and we will find a way through this but we absolutely need everybody's help."
James McPake's side missed out on a play-off spot last season when the league was called early and rivals Dundee United declared champions.
